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Starbucks starts a two-week scavenger coursing in affiliation with Lady Gaga on Thursday.

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When barter browse QR codes on in-store banners, alluring chalkboards and posters, they'll see the aboriginal of abounding clues in the coffee retailer's seven-round scavenger hunt.

"SRCH by Starbucks featuring Lady Gaga," as the action is called, will alpha with the in-store QR cipher browse and booty barter through a alternation of bookish and agenda clues.

Players will be tasked to appointment assertive blogs and Starbucks agenda properties, breach cryptic letters and put their math, logic, account and pop ability cerebration caps on.

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The clues, abiding into rounds, accept been calibrated to animate accumulation play. Annular one starts Thursday — the aboriginal players to breach all the clues will be adored with Starbucks- and Lady Gaga-related prizes.

Matthew Guiste, administrator of all-around amusing media for Starbucks, anticipates that it will booty players from one to several hours to complete anniversary round. "We achievement to animate accumulation comedy and sharing," he says. "We capital to accomplish it so that there's things to allocution about and share."

The game, says Guiste, was aggressive by three things: Alternate absoluteness amateur such as I Love Bees, agenda scavenger hunts in the attitude of Jay-Z's Decoded book absolution bold and addle play.

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Rounds two through seven will booty abode on May 23, 25, 27 and 30, and June 1 and 3.

The May 23 annular coincides with the absolution of Lady Gaga's third flat album, Born This Way. Starbucks will admire the day both in its food and online. Lady Gaga's music, for the aboriginal time in Starbuck's history, will be played in Starbucks food on May 23. Her anthology will be additionally be awash in stores.

Gaga will booty over Starbucks Agenda Arrangement for the day. The agenda takeover will allure barter to beck a appropriate copy of the new anthology for the absoluteness of the day, accept a chargeless "Edge of Glory" download and watch an absolute video by Lady Gaga.

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For Starbucks, the scavenger coursing is meant to advice the aggregation body added relationships with its best affianced customers. It additionally sees the action as a way to affix the abundance — what Starbucks refers to as the "third place" — to Starbucks Agenda Network, its agreeable arrangement and "fourth place."

SRCH is additionally meant to pump up the aggregate on the brand's Frappuccino focus for the summer. In planning, the brand, says Alex Wheeler, administrator of agenda action for Starbucks, capital to agreement with article alternative. "We thought, 'How can we do article that is a little bit altered and breach through?'" she says.

The Starbucks-Gaga affiliation is abundant beneath obvious, but Wheeler believes the digitally adeptness cast and the anxious superstar accept a lot in common. "It's a accustomed fit," she says.

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Perhaps by fit she absolutely agency hit. Both Gaga and Starbucks will account — Gaga in anthology sales and exposure, and Starbucks in applique the adherence of Gaga's absolute Little Monsters.

Let the amateur begin.

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